Foreword

The Luxury Business Industry is very successful and attracts many students. Nevertheless there is no exhaustive program at a university devoted to these topics. We certainly have a luxury industry and we have luxury products; let's start from there.

What does a luxury product mean for you and how can we protect its tangible and intangible features?

Luxury products evoke several elements: quality, celebrity, reputation. It is a contract of trust between the brand and the clients. When you buy luxurious products you acquire part of the style and culture of the brand, which mix the past (the history) and the future (the creativity).

Defending what I called the tangible and intangible features of these products amounts to defending the core of the industry of luxe. Doing it well is the key to protecting the most valuable assets of the business.

This book, which aims to be very easy to use and to read, contains all the questions that you wanted to ask but never did. It will help lawyers (but also designers) to understand, and to protect in the most appropriate way, the tangible and intangible assets of the luxury business in a wide range of countries.

Over the last two decades, the internet has presented new challenges to the luxury industry: it has been a new and dynamic opportunity to develop business and to recruit new customers, but also an endless source of concern for maintaining brand image in the face of unsupervised use on a scale unimaginable twenty years ago.

This book will help luxury brand managers and legal practitioners to adopt a strategy to deal with the multiple volatile facets of the e-commerce market and social media, and will represent the reference book for all those who are in need of a quick overview of the law in the main countries.

Coco Chanel stated: "For me, copy equals success. There is no success without copy and without imitation. It just doesn't exist." Even if this is true, never forget that your brand's image and reputation are your core business.